To demonstrate to Canadians that while their individual behaviour changes on the environmental front have been making a difference, the root causes of climate change (including transportation and manufacturing of our energy) continue to be an issue.
With the goal of reaching a broad cross-section of Canadians, a media plan was created using reach vehicles of television and newspaper combined with the targeted use of magazine and online sites.
The television and newspaper creative were designed to work together but in different ways. The television ad demonstrates, using miniature models, the production and shipping process for an energy efficient light bulb. It visually reveals the global impact of climate change by showing a factory, boats, trains and trucks until the product arrives at the store.
In the newspaper ad, a clever headline, matched appropriately with the energy-efficient light bulb visual, draws readers in. This allows the WWF to deliver a powerful message while the website address acts as a call to action to encourage participation.
- The newspaper ads were seen by significantly more people than the other media used. As a result, the newspaper campaign generated greater awareness and far more positive responses to the WWF than did the other media.
- The newspaper ad out-performed the TV ad in establishing the WWF as a leader in promoting the cause of climate change. Research found that the TV ad instilled the perception that the WWF works both locally and internationally. By using both media, WWF was able to reinforce the two ideas.